Facebook Buys Pittsburgh-Based Facial Analysis Software Firm

PITTSBURGH (KDKA) – A Carnegie Mellon University start-up called FacioMetrics is the latest acquisition of Facebook, the social media giant confirmed through a statement.

“How people share and communicate is changing and things like masks and other effects allow people to express themselves in fun and creative ways,” said Facebook.

“We’re excited to welcome the FacioMetrics team who will help bring more fun effects to photos and videos and build even more engaging sharing experiences on Facebook.”

FacioMetrics CEO & CMU robotics professor Fernando De la Torre and his team developed software called IntraFace.

“IntraFace is research software for facial image analysis,” the company’s video states. “IntraFace is able to perform real time facial feature tracking, head post estimation, gaze tracking, and recognize many facial expressions. IntraFace is currently the driving technology in many applications.”

Sources say Facebook will use the technology to allow their users to utilize special effects that manipulate photos and images with facial images.

Other applications are possible.

“IntraFace provides the basic technology to simulate makeup on a person’s face in real time with a mobile phone. Now customers can try on different cosmetics without ever leaving their house.”

And the software can track and recognize emotions, including audiences at any presentation.

“Public speaking is necessary in a wide range of occupations and social contexts. IntraFace is capable of surveying the audience and measuring audience reactions in real time.”

De La Torre and other key FacioMetrics employees will be joining Facebook.

“We are thrilled for our next big step forward by joining Facebook,” said De La Torre in a statement.

No word on how much Facebook is paying for FacioMetrics or how much CMU benefits through the transaction.